General Motors is set to give its "Chevy Runs Deep" ad campaign some tweaking a little less than a year after the slogan was adopted. According to Bloomberg, GM has found that while the campaign has helped steady sales, it hasn't exactly pushed potential buyers into the driver's seat. Chevrolet adopted the slogan shortly after GM Chief Marketing Officer Joel Ewanick joined the company last September, though the campaign's slow momentum has spurred the company to re-evaluate its creative strategy.

Bloomberg reports that GM is set to continue to air the "Chevy Runs Deep" ads that have performed the best with consumers throughout the fall. The slogan was originally intended to underscore the lengthy heritage behind the Chevrolet brand in America, but some of the spots failed to make the connection.

Cadillac is also set to receive similar advertising attention. Advertising will focus more on specific product attributes than blanket statements in the near future.


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    • 1 Second Ago
  • 59 Comments
      husam
      • 3 Years Ago
      How is it possible that EVERYONE saw this coming except for GM and their ad agency?!?
        P.F. Bruns
        • 3 Years Ago
        @husam
        You're talking about the geniuses that kept slapping plastic bits (that often came off) on the J-platform under five different badges for 20 years.
      Toneron
      • 3 Years Ago
      Stupidest tagline EVER! Would only work for GMC "My jimmy runs deep, so deep, so deep it put Tundra to sleep!" or something like that. Apologies to Ice Cube.
      Critter
      • 3 Years Ago
      99% of advertisements are either vague and ponderous "image" showcases or corny pointless jokes with the product name and slogan tacked onto the end so as not to completely waste your attention. The entire advertising industry banks on the assumption that you are so easily manipulated by their asinine repetitive hypnosis that you will buy their product out of sheer zombie need. Take mattress commercials for instance. HONESTLY who the F*&@ buys a mattress more than once a decade?!? If that! Yet they are one of the most pushed products out there... but hey at least mattress ads explain to you what makes their mattress work better. Imagine a mattress commercial set in a dimly lit warehouse with strange special effects and obscure angled glances at the mattress alternating with a flashes of a dude doing gymnastics in space, and a deep voiceover speaking about power and desire in short two word sentences. Yet somehow it works for cars. I don't believe it. It conflicts with the logical rules of our astral plane.
      spa2nky1
      • 3 Years Ago
      The line "Your first Chevy, it really gets under your skin" in one of the ads made me laugh out loud. What idiot thought the saying "gets under your skin" is commonly thought of as a POSITIVE thing? Worst ad campaign ever. full disclosure...my first new car purchase was a Chevrolet, 2008 Cobalt. Bought it with 14 miles on the clock in May '08 has 59,500 today. I'm quite happy with it.
      Rotation
      • 3 Years Ago
      It's pretty easy to get yourself crossed up listening to "market research". But in this case I think some change wouldn't hurt. Even if "Chevy Runs Deep" isn't quite faltering, there's plenty of room for improvement.
      • 3 Years Ago
      [blocked]
        Shawn Brinker
        • 3 Years Ago
        caddy-v, I have come to the conclusion that Laser is really a big fan of GM, but makes these posts purposefully idiotic to make the GM naysayers look like morons. That's the only explanation I can think of, and I hope I am right, because if he really means and believes what he types, then, well, man, poor guy. Either way, he gives me a good laugh, it really shows you how ignorant some people can be.
        caddy-v
        • 3 Years Ago
        Laser continues to have the worst posts in the industry. Full of lies, jealosy, deciet, bitterness, sarcasm, but most obvious, envy. Funny he never mentions having been fired from GM. The world would be best served if he were to dring a gallon of antifreeze. What amazes me is the more he bashes GM, the better the sales. How's that Lincoln love working for you Laser?
        Fixitfixitstop
        • 3 Years Ago
        any mention of "Government Motors" in any comment gets an automatic downvote from me, regardless of the rest of the content.
        • 3 Years Ago
        [blocked]
      pinsimms99
      • 3 Years Ago
      The whole deal with GM not honoring recalls on cars purchased prior to their bankruptcy has left a bad taste in my mouth.
        rlog100
        • 3 Years Ago
        @pinsimms99
        First there would need to be recall and not just a claim by a single individual on a part known to be a wear item on cars if customers treat the car like crap.
      tump
      • 3 Years Ago
      What they need to do is get rid of that stupid dated bowtie logo.
        Stephen Mihalik
        • 3 Years Ago
        @tump
        I completely agree. It's tacky, and the gold/yellow color sticks out like a sore thumb.
        Elmo
        • 3 Years Ago
        @tump
        Yeah, because manufacturers like BMW, Mercedes, Porsche, Lamborghini, Ferrari, and Ford (plus many others) are using much more newer designs in their logos./sarcasm Jesus, how much more of a troll can you really be?
        • 3 Years Ago
        @tump
        [blocked]
      stclair5211
      • 3 Years Ago
      Bring back the heartbeat of America. It's perfect. A bailed out lackluster company who builds ok cars and trucks describes America perfectly right now. The magic is gone, we have a lame do nothing president, massive debt. The two go perfectly.
        P.F. Bruns
        • 3 Years Ago
        @stclair5211
        The Heartbeat of America: *beeeeeeeeeeeeeeeeeeeeeeeeeep*
        • 3 Years Ago
        @stclair5211
        [blocked]
      Will
      • 3 Years Ago
      Why does Chevy feel like they have to tug at redneck heartstrings so much? Just tell me why Your car is the best choice for me!
      HerkPrime
      • 3 Years Ago
      When I see or hear "Chevy Runs Deep" it comes across as "We're still entrenched in the bad decisions that have got us here". Resting on ones laurels doesn't resonate with the vast majority of buyers. We currently live into the future. Look around you, we carry supercomputers in our hands! This is the world of "what's new" not "what's old and busted". One of the most highly valued american companies is Apple who only became so valued after creating true innovation. American car companies have a really hard time letting go of their history and focusing on "the future", especially in their ad campaigns. "Imported from detroit"???? What person, who lives in the present, wants ANYTHING "imported from detroit"? I don't mean that physically, because the cars american makers are creating right now are actually decent, but i mean that as an emotional question. Current detroit represents, to a large majority of americans, the loss of the american dream. I've hated these ad campaign since they began.
      Dirty_Chicane
      • 3 Years Ago
      "Like a rock" and "Chevy runs deep" sound better suited for the porn industry.
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